Reaching for the (Product) Stars: Measuring Recognition and Approach Speed to Get Insights Into Consumer Choice

Oliver Genschow, Arnd Florack, Vikram S Chib, Shinsuke Shimojo, Martin Scarabis, Michaela Wänke

Research output: Contribution to journalArticle

Abstract

In three studies, an easy-to-apply response time task that differentiates between recognition and approach speed was applied. The results indicate that individuals recognized and approached positive stimuli faster than negative stimuli (Pilot Study). But, when the choice options differed less in valence, approach movement time was a better predictor of consumer choice and willingness to pay than recognition time (Study 1) and a better predictor of consumer choice than self-reports when the choice was made with an affective compared to a cognitive focus (Study 2). Moreover, approach movement time, but not recognition time correlated with other implicit measures.

Original languageEnglish (US)
Pages (from-to)298-315
Number of pages18
JournalBasic and Applied Social Psychology
Volume35
Issue number3
DOIs
StatePublished - May 2013
Externally publishedYes

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Time and Motion Studies
Self Report
Reaction Time

ASJC Scopus subject areas

  • Social Psychology
  • Applied Psychology

Cite this

Reaching for the (Product) Stars : Measuring Recognition and Approach Speed to Get Insights Into Consumer Choice. / Genschow, Oliver; Florack, Arnd; Chib, Vikram S; Shimojo, Shinsuke; Scarabis, Martin; Wänke, Michaela.

In: Basic and Applied Social Psychology, Vol. 35, No. 3, 05.2013, p. 298-315.

Research output: Contribution to journalArticle

Genschow, Oliver ; Florack, Arnd ; Chib, Vikram S ; Shimojo, Shinsuke ; Scarabis, Martin ; Wänke, Michaela. / Reaching for the (Product) Stars : Measuring Recognition and Approach Speed to Get Insights Into Consumer Choice. In: Basic and Applied Social Psychology. 2013 ; Vol. 35, No. 3. pp. 298-315.
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